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Best practice in customer loyalty schemes
Description: Datamonitor's new report Best Practice in Customer Loyalty Schemes presents you with in-depth analysis of European loyalty schemes, profiling over 20 programs from fuel retailing, comparable consumer markets and cross-sector coalitions. As fatigue and skepticism in schemes across all retailing sectors sets in, our report distils the results into best practice guidelines and a raft of fresh features designed to inject new life into this stagnating area of the industry. Extensive primary research with loyalty managers, brand managers and independent loyalty consultants, combined with Datamonitor's established expertise in the field of forecourt retailing, ensures this report provides you with reliable data, robust analysis and actionable recommendations. Answering your questions: o What factors are reshaping the loyalty landscape, and how should you respond? o How can you leverage your loyalty schemes to execute your general forecourt strategies? o How can you use loyalty schemes to effectively communicate your brand values? o How can you utilize the incentive structure to increase the contribution of non-fuel sales?
Contents: Contemporary loyalty marketing in European fuel retailing Contemporary loyalty marketing in comparable consumer markets Lessons to Learn INTRODUCTION What is this report about? Who is the target reader? How to use this report BACKGROUND TO LOYALTY SCHEMES IN EUROPEAN FUEL RETAILING Introduction Why set up a customer loyalty scheme? Price leadership vs. premium service Database marketing Understanding the customer Development of loyalty schemes in European fuel retailing Loyalty scheme development hypothesis Loyalty scheme technologies EPoS Magnetic Stripe Cards Smart cards Datawarehousing and datamining Internet Moving forwards CONTEMPORARY EUROPEAN FUEL RETAILER LOYALTY SCHEMES Introduction Voucher-based schemes ExxonMobil, France: Esso Collection ExxonMobil, Italy: Famosi & Preziosi ExxonMobil, Germany: Bonus Swops Shell, Italy: Multiscelta Shell 2002 Aral, Germany: Danknote Magnetic stripe-based schemes Statoil, Sweden: Premium Club BP, France: Bienvenue ChevronTexaco, UK: Global Club TotalFinaElf, UK: TOPS Cepsa, Spain: Turyocio Shell, UK: Pluspoints Smart card-based schemes TotalFinaElf, Belgium: New Drivers Club ExxonMobil, Benelux / Eire: Golden Tiger Card / Tiger Miles
Shell, Portugal: ClubSmart Coalition schemes Repsol, Spain: Travel Club ChevronTexaco, Belgium: Texaco Star Card (Isis) BP, UK: Argos Premier Points Statoil, Norway: Domino DEA, Germany: Payback CONTEMPORARY EUROPEAN LOYALTY SCHEMES FROM COMPARABLE CONSUMER MARKETS Introduction Tesco: Clubcard Sainsbury's: Reward Card Boots the Chemist: Advantage Card LESSONS TO LEARN Introduction 21st century loyalty scheme strategy Loyalty schemes must be conceived as integral parts of overall company strategies Loyalty schemes must be more engaging, both on and off the forecourt Loyalty schemes must be conceived as the "front line" of fuel retailer CRM initiatives Loyalty scheme Hall of Fame Key ACTION POINTS Encouraging greater frequency of visits Encouraging greater value of visits Increasing the contribution of non-fuel sales Encouraging uptake of non-forecourt products and services Retaining customer interest Increasing interaction on the forecourt Increasing the value of the scheme to customers Fostering long-term loyalty Performance analysis European expansion APPENDIX Further readings Published Reports and other Available Products Forthcoming Reports (Provisional) Report writing team Loyalty Consultant, PGW
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